How to “Recycle” PPC & Analytics Audience Data for SEO

Day after day, I’m hearing (and seeing) a common refrain in Seer halls, at conferences, and on Twitter: we love data! The more you have, the better. Keep the new data sources coming. I don’t completely disagree with this (it’s all about big data after all), but I think that by asking for more and more data, we’re ignoring opportunities to “recycle” data we already have to find new and different insights. Think about it-if you’re working at a full-service agency, your overall team may have access to a client’s Google Analytics and Adwords, SEMRush, STAT, HotJar, SurveyMonkey, SpyFu, Twitter Analytics, etc. While you may only look at a handful of tools, your team overall is probably inundated with data that we’re only half using. It’s not the end of the world to not leverage data as best as it could, but what if you could find potential SEO content opportunities that PPC is spending over $165k on that could be a waste. That’d be worth reading on about, right? Evaluate the Data You Already Have To get started on connecting utilizing other teams’ data, you have to pay attention to what the other teams are doing. As digital marketers, you probably have a few clients or projects on your plate, competing priorities, a full inbox, and a limited amount of hours in a day. So, it’s easy to tune out once you’ve gone through your portion of a client call and get back to answering emails. No harm, no foul, right?… [Read full story]